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Promoted from Hubspot
With large swathes of the world still not any closer to easing COVID-19 restrictions, 2021 is set to be another complicated year for marketers. However, according to HubSpot’s CMO Kipp Bodnar, the brands who intelligently use data-led insights and CRM will find a way to rise above the fog.
Bodnar, who was speaking as part of a fascinating new virtual roundtable from The Drum and HubSpot looking into how marketers can succeed in the 2020s, also outlined how HubSpot’s CRM platform has found a way to help its customers during such a difficult time. “Every brand is trying to navigate to what looks good in a radically different world,” Bodnar noted when asked by the panel’s host Gordon Young, the co-founder of The Drum, what some of the biggest marketing trends were since the pandemic began.
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Miracle Inameti-Archibong, head of SEO at search agency Erudite,
is chair of the jury at The Drum Awards for Search this year. Here she explains how brands can help customers find what they’re looking for, and the importance of long-term thinking in the pandemic.
The Drum: SEO marketing has faced its own set of unique challenges this year. How have you helped Erudite overcome the biggest hurdles?
Miracle Inameti-Archibong: It has been an interesting year because we’re all in the same river, but every client is on a different boat. It has helped that we’re a boutique agency. We’re a small team, we’re really agile, and we can respond quickly – adapting to our clients’ needs, being able to shift budgets to different channels where the need arises.
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Nishma Robb, director of brand and reputation marketing at Google UK, chairs this year’s judging panel for The Drum Awards for Marketing. Here she explains her optimistic predictions for marketers in 2021, the importance of equality, and shares advice for effective, relatable storytelling. You can watch the full interview above.
The Drum: We have heard so much this has been a year like no other for marketers. What s your assessment of the industry s response?
Nishma Robb: The marketing industry has demonstrated incredible resilience. The pandemic amplified challenges we were already facing, but we didn’t become hyper-critical or defeatist. Rather we found optimism and growth through solidarity. I’ve seen real progress, which is remarkable when we’re all feeling stuck.
Video By Eleanor Lim-08 February 2021 07:00am
Amir Malik, managing director of growth marketing at Accenture Interactive, is set to co-chair The Drum Awards for Digital Advertising. Here he shares what he looks for in a winning entry, some advice for marketers both junior and senior, and his predictions for 2021.
The Drum: What are some challenges Accenture Interactive has faced this year and how are you overcoming them?
Amir Malik: I think the challenges are two-pronged. There was the immediate physical challenge. We’re very used to being on-site with clients, being nearby to provide support. So transitioning away from that was challenging. It felt impersonal, even drone-like, being on virtual comms at the beginning.